Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Consumer perception
1.
2. 5173 Raj Dhamelia .. 5208 Parth Rasania
..
Guided BY.. Ingitamam Jain
K.S. SCHOOL OF BUSINESS MANAGEMENT
3. The process by which people translate sensory
impressions into a coherent and unified view of the
world around them. Though necessarily based on
incomplete and unverified (or unreliable) information.
Perception is equated with reality for most practical
purposes and guides human behavior in general.
4. Perception in marketing is described as a process
by which a consumer identifies, organizes, and
interprets information to create meaning.
21. A marketing concept that encompasses a customer's
impression, awareness and/or consciousness about a
company or its offerings.
Customer perception is typically affected by
advertising, reviews, public relations, social
media, personal experiences and other channels.
25. The immediate and direct response of the sensory
organs to stimuli. A stimulus is any unit of input to any
of the senses.
Excitement , agitation, commotion, dry Ginger,,,
Product, packages, Brand
name, Advertisement and
Commercials…
Sensory Receptors
26. Sensory function are to see, hear , smell, test, and feel…
Energy of Change may making more effective sensation in
Consumer’s Mind..
Change should be unique - Traffic Signal ( Horn )
27. 2. Absolute Threshold..
The absolute threshold is the lowest level at which an
individual can experience a sensation.
Point at which a person can detect a difference between
“Something” and “Nothing” is the person’s absolute threshold
for the stimulus.
Ex. Driver of car see
the billboard on the
road different from the
back seated person..
28. 3. Differential Threshold
Minimal difference that can be detected between two
similar stimuli
Also known as the just noticeable difference
( the j.n.d.)
29. GERMAN SCIENTIST ERNST WEBER
He discovered that the j.n.d.
between two stimuli was not an
absolute amount, but an amount
relative to the intensity of the first
stimuli.
Weber’s law states that the
stronger the initial stimulus, the
greater the additional intensity
needed for the second stimulus to
be perceived as different.
30. Example
According to Weber’s Law An additional level of
stimulus equivalent to the j.n.d. must be added for the
majority of the people to perceive a difference between
the resulting stimulus and the initial stimulus.
31. Marketers need to determine the relevant j.n.d. for
their products
so that negative changes are not readily discernible to the
public
so that product improvements are very apparent to
consumers
32. Stimuli that are too weak or too brief to be consciously seen or
heard may be strong enough to be perceived by one or more
receptor cells.
This process is called subliminal perception because the
stimulus is down the threshold.
34. Extensive research has shown no evidence that
subliminal advertising can cause behavior changes
Some evidence that subliminal stimuli may influence
affective reactions
36. Human Beings stimuli change during every minute
and every hour of every day..
Physical stimuli from outside Environment..
Other inputs are provided by individual themselves
( Based on previous experience )
39. Consumers subconsciously are selective as to what they
perceive.
An individual may look at some things, ignore others, and
turn away from still others.
41. Stimuli selected depends on two major factors
Consumers’ previous experience
Consumers’ motives
Selection depends on the
Nature of the stimulus
Expectations
Motives
48. Figure and
ground
Grouping
Closure
People tend to organize
perceptions into figure-
and-ground
relationships.
The ground is usually
hazy.
Marketers usually design
so the figure is the
noticed stimuli.
Principles
50. Figure and ground
Grouping
Closure
People have a need for
closure and organize
perceptions to form a
complete picture.
Will often fill in missing
pieces
Incomplete messages
remembered more than
complete
Principles